Event Planning: Cross the T’s & Dot The I’s Presented by: Krystal Sondel

Event Planning Meeting Marketing PlanEvent Plan Specific details & logistics To Do List Tactical marketing planning Calendar All the key players

Always start with WHY? WHY are we doing an event? WHY is an event necessary? Do we need to: Fundraise Educate/Inform Network

Don’t forget to ask WHO? WHO will the event benefit? TARGET AUDIENCE is KEY! WHO are we putting on the event for? Donors, customers, potential clients, sponsors, politicians, media, etc… Get specific – demographics like age, industry, income, gender, etc…

Then ask, WHAT? WHAT type of event do we want to do? Gala, 5K, Golf tourney, Auction, etc… Networking event, meeting, business dinner Seminar, conference, trade show, product launch, press conference (the list is endless – get creative!) WHAT are our broad goals? Raise money Educate on a specific topic/product Get to know other companies Attract new customers Advocate for a cause

Figure Out HOW? HOW are we going to pay for this? What’s our budget? Revenue vs. expense Sponsors, ticket cost, etc… Do your research HOW are we going to market this? Based on your target audience Invitations, flyers, social media, press releases, advertising, etc…

Finish With WHERE & WHEN WHERE are we going to host it? What makes sense for your target audience? What works in your budget? What fits into your overall event goals? WHEN should we host it? Research what else is going on in the community Be conscious of religious holidays (Lent – Fridays) Time of year & time of day are important – goes back to knowing your audience

Set Realistic Goals Attendance How many people do we want to attend? What is a realistic price point for tickets? Sometimes a free event = a lot of no shows Budget/Revenue Rule of thumb – underestimate potential revenue, overestimate potential expenses Can you attract sponsors? Buzz How can you get people talking about your event? Use your attendees to spread the word – social media How can you get the media there?

Budgeting Revenue2016 Budget2016 ActualNotes Sponsorships Auction items Event Ticket sales Total Revenue $ -$0.00 Expenses2016 Budget2016 ActualNotes Printing/Mailhouse Postage Supplies Mileage Meetings, Entertainment Banquet - Food & Beverage Speaker Fees Awards/Gifts/Prizes Rentals - A/V Equipment Total Expenses$0.00 Net Revenue$0.00

Event Planning Meeting Marketing PlanEvent Plan Specific details & logistics To Do List Tactical marketing planning Calendar All the key players

The Event Plan Should Include: All the important event information (where, time, date) Detailed agenda/flow of event Miscellaneous needs pertinent to the event Description of event “elevator speech” Room diagram – lay it all out AV needs Food/beverage needs Decorations Collateral needs Sponsor benefits/fulfillment Event day contacts

To Do List TASKDUE DATECOMPLETED BYCOMPLETED ON Book speaker hotel8.31Krystal Invitation draft design9.5 Kailey Social media calendar crafted9.5 Kailey First e-blast out9.1 Kailey Confirm final count to hotel10.5 Krystal Create PPT slides for day of10.5 Kailey/Krystal Opening comments prepared10.6 Kailey Day of signage completed10.7Krystal Volunteer orientation10.8Krystal

The Marketing Plan Should Include: All the tactics you will use to promote the event: Invitations/registration page Social media (Facebook, Twitter, LinkedIn, etc…) marketing Press releases, media alerts & media kits Blogs Paid advertising (print, web, billboard) Flyers, brochures, postcards, etc… Detailed calendar Make sure your marketing tactics complement each other - know your audience!

Communication is Key Communicate with attendees Before, during and after an event! Send out detailed confirmation s Be specific on event cancellation policy (48 hours) Ask for dietary restrictions Send out reminder s with specifics Date/time/exact location/event agenda Parking information Alert attendees of any changes at registration Communicate delays, speaker changes, etc… Be honest

Post Event Follow up with attendees Send an with important event recaps: Presentations Photos Links to next events (discounts?) Schedule a post event wrap up meeting Bring together staff to evaluate the event Look at your goals – how did you do? Send thank you’s Vendors, volunteers, emcee, staff who helped, etc… Handwritten are best

8 Event Planner Musts Have a backup plan Especially for weather & technology Be flexible! Day of changes happen, often, so be able to adapt Check then double check technology Have backup presentations on a flash drive & in your Pay for AV technicians – well worth the money!! Don’t assign yourself a specific task Have a great team working around you Be available for when things come up

More Event Planner Musts Bring flats (ladies) & a change of clothes Event set up is messy – and a lot of work Flats will save your feet (and back) Don’t sweat the small stuff (easier said than done) Odds are no one but you will notice Find some time to network and enjoy (and try the food) Making new connections is what events are all about If you have events often, get to know attendees Always walk the venue before the event Keep an eye on flow for guests Potential hazards Double check parking options Find out where restrooms are

Contact Information: Krystal Sondel Manager, Events Buffalo Niagara Partnership Cell: Office: Find me on LinkedIn!